Written by Roos Giethoorn for the publication Ongoing, an interpretation of Bruce Mau's Incomplete Manifesto for Growth.

Break Make the mold

In the past, manifestos were often the arising of new art movements. Manifestos were passionate, flamboyant pronouncements that were written with the desire to destroy and change. With courage, boldness and rebellion they would express their yearning to create something new.

Leaflets were showered from the roofs and the word spread across Europe, which often resulted in the founding of a new school whose theories would surpass the contemporary ideas about art.

Manifestos usually define themselves against the past. That has been the tendency of the last century. Going forward as fast as you can, creating something new, newer and newest. To specify what you are for is probably the hardest thing to do.

Artist manifestos most striking feature is how often they outrun art to embrace life. The artist’s limitations cause a need to amend. They lead to modernity, then post-modernity and then… After a century of raging against the results of raging against, what is there to rage against? Do we even still want to rage?

In a time where artists no longer let their work be labeled and art movements and disciplines are merging, there no longer is a need for rebellion. Today, as a result to the constant change and the crazy pace we live in, manifestos tend to reflect on the here and now, embrace the complexity and deliver insight. They are not out to start a revolution or a new art movement. The manifestos offer new perspectives and with this challenge the contemporary ideas on the matter.

In 1998 Bruce Mau wrote the Incomplete Manifesto for Growth that consists of 43 statements. They articulate Mau’s beliefs, strategies, and motivations. It is an uplifting list for just about everybody. You can pick just one that suits you or pick one at random, or use them all as a roadmap to a better future. It might even inspire you to make your own manifesto, because: 

10. Everyone is a leader.
Growth happens. Whenever it does, allow it to emerge. Learn to follow when it makes sense. Let anyone lead.

GVD is a group of young Dutch designers that were inspired to ‘be a leader’ and initiated On Going, a poster project based on the Incomplete Manifesto for Growth. The research on manifestos for the assignment to write their own lead them to the Bruce Mau manifesto, which inspired them to initiate On Going. The posters are designed by forty-three freshly graduated students from all over the Netherlands and displayed on an abstract translation of a poster column during the Graphic Design Festival Breda 2010.

Growth happened and they allowed it to emerge. Right now, a year later the posters are transformed into this book. 

Copyright 2011 Roos Giethoorn